Choice: Shoppers have more of it than ever before. We have access to thousands of stores, literally at our fingertips, day or night; we have traditional main street shopping; we still have the venerable shopping mall.
At some point, the amount of choice becomes overwhelming.
That’s why those retailers that give us the feeling that they really know us — that have personalized, relevant recommendations, that send us offers and promotions at just the right time, that create that sense of belonging and trust — stand out. When there’s too much to choose from, we habitually return to the stores that know us best.
How do those stores do it? Through customer-centric assortment planning.